A new term is upon us but even as hordes of freshers across the land go berserk on cheap booze, noodles and lie-ins, nothing but nothing beats returning home for the first time when you’re a student.
Back in your own bed, washing all done, raiding a fridge full of (branded) food – not to mention the endless fuss.

And the great thing about going home with National Express is you don’t need to plan ahead to get a low fare, because they’re always low.
This got us thinking that while students are having fun, what’s going on back home? After all, cat’s away and all that.

So our new student campaign poses ‘WHO KNOWS WHAT YOU’RE GOING HOME TO’ and features students returning to the bosom of their family only to find their respective folks indulging in some naked gardening or getting a bit too familiar with the neighbours in their newly acquired hot tub. The campaign plays out via digital video, OOH, CRM, radio and social as well as on-campus activation.

The main goal was to improve key brand metrics amongst students, which was very much achieved. Take a look at the change from December 2018 – December 2019:

Brand consideration – 23.2% – 24.7%
Purchase intent – 4.8% – 7.2%
Positive impression – 11.5% 13.9%